The Campaign

“720 HOURS OF YOUTH”
This is the world’s longest teen drama lasting 24 hours a day, for 30 days delivered through mobile phones, a necessity for teens.
The characters are high school students that are a month away from their graduation.
This is a unprecedented drama experience, following their remaining high school life for 24 hours, 30 days, crossing over various media platforms. such as YouTube, Twitter and Instagram.
“720 HOURS OF YOUTH” was the non-stop drama that mirrored teens lives.

Creative Execution

The drama starts from SNS posts of the characters.
In the morning, they go to school, at the same time as real students.
On breaks, they enjoy their time with classmates.
At 4:00 pm everyday, a YouTube drama series starts.
Users can peep into the characters’ after school life, where the story majorly progresses.
The whole story connects through the characters’ SNS posts and YouTube dramas.
For example, an Instagram “Stories” post of a date, leading to a fight between the characters in the YouTube drama series the next day.
Or a lie revealed in the YouTube drama, exposed from a location information on a photo posted on “Twitter”.
The drama continued for 30 days, crossing over various media platforms.
At the day 30th, graduation day, the story’s finale was played out in public as a ”live drama”.
Finally the characters that were on screen came to life.

The drama that carried on for 720 hours continued to raise conversations on Y!mobile throughout the month-long spring high season.
In addition, the new content experience that synced with the active hours of actual teenagers created a deep engagement with the brand.
Detailed results are as follows.
- Became a trending topic on Twitter and Google in Japan.
- Exceeded a total of 30 million views on YouTube.
- Gained over 120 million social impressions.
- The brand mentions increased to 390% compared with last year.
- YouTube Channel Subscribers of the brand increased to 500%.

Because “720 HOURS OF YOUTH” is a whole new cross media experience, synchronizing with the actual lives of teenagers and delivering its story through Twitter, Instagram, YouTube and other social media.
This created a new brand content where users can follow the storyline in real time, continuously for 24 hours and 30 days.
Because “720 HOURS OF YOUTH” is a whole new cross mobile media experience, delivering its story through Twitter, Instagram, YouTube and other social media.

Insights, Strategy and the Idea

Today's teens are always on social media and they’re looking for fun, jumping from one thing to the next. so it is being more difficult for contents to keep them hooked.
So crossing media platforms like Twitter, Instagram and YouTube, we delivered a continuous story according to the 24 hour life cycle of actual teenagers.
Unlike conventional TV dramas where the story cuts every week, we created the non-stop content experience lasting 24 hours a day, for 30 days.

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